Adjust is a mobile measurement partner (MMP) owned by AppLovin since 2021. Like AppsFlyer, it attributes installs and in-app events to the ads and partners that drove them, protects advertisers against fraud and sends postbacks to partners. Its terminology differs: Adjust talks about links and trackers, event tokens, Campaign Lab and data sharing where other MMPs say attribution links, event names, integrations and postbacks.
Adjust vocabulary in one table
| Adjust term | What it means | AppsFlyer equivalent |
|---|---|---|
| Link / tracker | A tracking URL with a token for a channel, campaign, ad group or creative | Attribution link |
| Event token | A short code that identifies an in-app event | Event name |
| Campaign Lab | Where you manage partners, links and campaign data | Integrations / Collaborate |
| Data sharing | Sending installs and events to partners | Postbacks |
| Datascape | Reporting and analytics | Dashboard / reports |
| Fraud Prevention Suite | Fraud detection and rejection | Protect360 |
Setting up an app
- Create the app in the Adjust dashboard (Android package name or App Store ID) and get its app token.
- Integrate the Adjust SDK following the developer docs for Android, iOS, Unity, React Native, Flutter or others, initialising it with the app token and the environment (sandbox for testing, production for release).
- Create events in the dashboard. Each event gets an event token; developers trigger the event in code with that token, adding revenue and currency for purchases.
- Configure iOS privacy: App Tracking Transparency handling and SKAdNetwork / AdAttributionKit settings for your partners.
- Test in sandbox mode with a test device before switching to production.
Links and trackers
An Adjust link starts with a tracker token and can carry campaign structure:
- Channel / network — the top level, usually the partner.
- Campaign, ad group, creative — levels below, filled by the partner's macros or set by you.
Adjust distinguishes click links and impression links, plus connected-TV links for CTV campaigns, and lets you choose single-device or cross-device link use cases. Partners that are integrated in Campaign Lab usually generate links with their macros pre-filled.
Adding a partner and sharing data
- In Campaign Lab → Partners, add the partner (for example an ad network or DSP).
- Enter any partner keys the integration needs.
- In data sharing, choose what to send. Installs and reattributions are typically shared by default; sessions, in-app events and revenue are optional and sent only for the events you map to the partner.
- Set attribution settings the partner requires. For example, AppLovin's own documentation recommends a click window of at least 7 days and an impression window of at least 24 hours for its campaigns.
- Create the partner's link and share it, or let the partner pull it through the integration.
Tracking purchases and revenue
- Trigger a revenue event with the event token, the amount and the ISO currency.
- Use purchase verification for store purchases where available, so only valid purchases count.
- For server-confirmed payments, send events server-to-server using Adjust's S2S event API with the device identifiers Adjust requires.
- Reconcile Adjust revenue with your backend regularly.
Fraud prevention
Adjust's Fraud Prevention Suite rejects suspicious installs — for example from anonymous IPs, click injection, too-short click-to-install times and spoofed SDK signatures — before attribution. Rejected installs are not credited to partners. Agree in your contracts that the MMP's fraud decisions are final.
Testing checklist
- Sandbox build sends installs and events to the sandbox environment.
- A test click on a partner link produces an attributed test install.
- Every event token fires once, with the right revenue and currency.
- Partners receive the mapped events.
- Production build uses the production environment.
FAQ
Who owns Adjust?
Adjust has been part of AppLovin since 2021 and continues to operate as an independent MMP serving advertisers across networks.
What is an Adjust event token?
A short unique code Adjust generates for each in-app event you create. Developers use it in the SDK or S2S calls to report that event.
Is Adjust better than AppsFlyer?
Both are leading MMPs. The choice usually comes down to pricing, integrations you need, reporting preferences and support. Compare them in our MMP comparison.
Does Adjust have a free plan?
Adjust has offered a limited free tier for small apps; check Adjust's current pricing page for limits and eligibility.
Sources
- Adjust Help Center — links (opens in a new tab)
- AppLovin — Adjust partner setup (opens in a new tab)
- Adjust Developer Hub (opens in a new tab)
Published 25 October 2026 by the ClickSpero Editorial Team. Platform features, fees and policies change often — check the provider’s current terms before you rely on a number. Third-party names are trademarks of their owners; no endorsement is implied.